92 Business View - January 2016
original plan was to deal only in dental merchandise and
not get into selling and servicing dental equipment. But
he soon realized that to satisfy his customers, he had to
offer more of those services. “Much of the time customers
do not want to give you the full merchandise business if
you cannot provide them with service, because otherwise,
they need to go to another company,” he explains.
Today, IQ Dental employs over 45 people and operates
out of a 36,000 square foot warehouse in Fairfield, New
Jersey. It is supplied by over 400 vendors – virtually all
U.S. distributors of dental supplies and about 60 percent
of the country’s equipment manufacturers. Of the ap-
proximately 144,000 dentists in the U.S., IQ Dental has
between 6,500 and 7,000 of them in its customer base.
It operates mainly in the Northeast, U.S., but every quar-
ter it sends marketing materials to some 40,000 single
practitioners, group practices, and buying clubs across the
country. It sells thousands of different dental supplies and
pieces of dental office equipment.
IQ Dental also offers continuing education (CE) programs
to its customers and is certified by the American Dental
Association (ADA) to provide CE credits to professionals
whose licenses require them. The company hosted its first
educational forum in 2014, and this past September, it
held its second with over 70 dentists, three speakers, and
25 vendor partners. It also offered a full-day course for CE
credit.
Kunin says that IQDental is planning to add another 4,000
square feet to its Fairfield facility, giving it more space for
an expanded sales team as well as classrooms for manu-
facturers who have approved CE courses, and who want to
be able to teach them on site. The company just opened
a new branch in Arizona in order to expand into the South-
west, and is hoping to launch another distribution center
somewhere on the West coast within the next several
years. When Kunin first decided to create IQ Dental, he
based his company’s model on the family-style organiza-
tion he was so enamored with back at Becker-Parkin. That
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